Episode 34: The Contraindications of Key Performance Indicators with Keith Perhac

Keith is the founder of SegMetrics, helping founders understand their true lead value using a data backed approach. On Air, Keith and Rob discuss why your KPI's might be setting up blinders as your create a marketing strategy for your businesses, how outliers can create a new train of thought in your marketing plan, and how to identifying strategies that can truly move the needle in testing conversions. Keith Perhac has delivered a few talks at MicroConf, from his first Attendee Talk back in 2015 to his keynote presentation at MicroConf Starter in 2017. You can check out his talks here: https://microconf.com/speakers/keith-perhac MicroConf Connect ➡️ http://microconfconnect.comTwitter ➡️  https://twitter.com/MicroConfE-mail ➡️ [email protected] MicroConf 2020 Headline Partners Stripehttps://stripe.comTwitter ➡️ https://twitter.com/Stripe Basecamphttps://basecamp.comTwitter ➡️ https://twitter.com/Basecamp TRANSCRIPT Rob Walling: [00:00:00] And we are live. Welcome to MicroConf On Air.  Every Wednesday we livestream for about 30 minutes and we cover topics related to building and growing ambitious SaaS startups. These are startups that don't need to work 80 hour work weeks, raise millions in venture capital, or drive us to the brink of burnout. In this show, we seek freedom, purpose, and relationships, and we want to maintain those values while building interesting companies that can have an impact on the world, or maybe just our little corner of it.  So thank you so much for joining me again this week, whether you're joining us live and maybe you're in MicroConf Connect, and you're going to be asking some questions of our guest today, or even if you're listening asynchronously on the podcast feed that's microconfpodcast.com or search for MicroConf On Air in any podcatcher that you use. Today I have the pleasure of, uh, bringing a Keith Perhac on the show. You may know Keith, as the founder of SegMetrics. Yeah. And he is , hailing from the Portland area. So it's a little smoky outside his house right now. But  Segmetrics.io If you want to check it out.  They're a team of about 10 people in the growth stage.  I was talking to him  beforehand about how can we give people a sense of, of where the company is? , and he said, "Look, we have product market fit and we're in the growth stages. We're starting to grow quickly. "  If you go to SegMetrics.io, you can see their H1.  In essence, SegMetrics is a tool that helps you get 100% clarity on where your leads come from, how they behave and how much your marketing is really worth.  It allows you to get a handle on the KPIs that matter most for your marketing funnels is built by marketers for marketers. And today, Keith and I are going to be talking about how KPIs can be misleading when optimizing your marketing. So Keith Perhac. Welcome to MicroConf On Air. Keith Perhac, Segmetrics: [00:01:43] Hey, Hey Rob. Thanks for having me. Rob Walling: [00:01:46] Absolutely, man, um, that sky's look kind of clear from what I can see reflecting in your window as the air quality improved up there. Keith Perhac, Segmetrics: